Most of us think that before making a purchase we take all the pros and cons of the product into consideration and act accordingly. We’re afraid it’s not that simple: our emotions play a huge role when we’re making a decision as well. That is precisely why some brands are more successful than others and why some manage to persuade the buyer while others fail.
Using psychology in marketing has been proven effective by multiple studies and polls. In this customer psychology course, we will be discussing how to start a brand that’s powerful enough to establish an emotional connection with its customers and earn their loyalty.
In more than two decades of experience, Holger E. Metzger has dealt with small businesses as well as global giants, including but not limited to Unilever, Coca-Cola, Adidas, Ford, L’Oreal, and Tencent. All the cases he worked on had one thing in common: none of the brands that later became the leaders of their respective industries relied on the quality and performance of their product lines. All of them also cared about customer psychology.
Holger E. Metzger has worked with clients from various countries, continents, and cultures. This means his advice is never one-sided: as a professional, he knows all there is to know about using psychology in marketing to achieve the audience and loyalty of different audiences.
There’s a ton of evidence that customer psychology works: unconsciously, we let brands creep into our minds and stay there until we’re ready to make a purchase. Just think of this for a moment: according to Crowdspring, 77 percent of people refer to everyday items using the name of a brand instead of the actual product. The best-known example would probably be Kleenex. Who even says ‘tissue’ anymore?
Based on the company’s public image, users can associate a particular brand with specific values and principles. If these are close to their heart, it’s incredibly likely they will choose the product even if it doesn’t offer the best specifications on the market. The emotional connection is precisely how brand psychology works – and you should learn to take advantage of it.
At the start of this course, Holger E. Metzger will explain the mistakes that companies often do and fail to connect with the customers’ needs in result. To illustrate this, he will also go through a few examples from his personal work experience. Following Holger’s tips, you will learn to create an emotionally compelling brand narrative and start proper brand communication yourself.
Using psychology in marketing is a valuable business skill. Not only will it save you time and money you would otherwise spend on worthless advertising, but it will also bring you a community of loyal customers as opposed to one-time buyers. Get a firm grasp on customer psychology in just an hour today and improve your chances tomorrow!
Hi, I'm Holger!
20 years have passed since I founded an Insights and Branding Agency in Shanghai, helping global and local brands to gain and expand a strong foothold in one of the most exciting, mindblowing and challenging markets on the planet, while working with brand teams in India, Europe, and North America.
Along the way, I continuously sharpened important skills that helped me better understand what drives people, and how to apply such insights to the creation of compelling brand narratives that activate an emotionally relevant experience in customers.
I love exploring emotions, perceptions, and behavior via the intelligent application of cognitive and behavioral psychology techniques. Over the years, I have developed, introduced, and adapted to specific markets a number of innovative approaches to decoding customers' subliminal decision-making processes.
On the creative side, I am an avid storyteller, screenwriter, and filmmaker who loves to create original stories for branded entertainment TV/streaming shows and graphic novels in the US, Taiwan, and China.
My teaching is practical, with examples from my own experience, and I'd like to invite you to reach out at any time if you have any specific questions.
Enjoy the class!